The “ENVY” Campaign is anchored to the television concept, which centers around our protagonist, an OIC sufferer, who is constantly reminded on his walk through life that he is unable to have a bowel movement. His longing culminates in the moment of epiphany, when he sees a snail which represents a metaphor of how his opioid is slowing his insides to a crawl. He realizes that his kind of constipation is different, and needs a different approach. The integrated tactics aim to recreate the enlightenment scene shown on TV with OIC sufferers in real life seeing print and digital ads, bus shelters, etc.

The television spot had to be seen by the masses in order for the epiphany to be understood and recreated with the surround sound tactics. The television spot debuted during the 2016 Super Bowl game which had an estimated 111.9 million viewers to maximize its impact. One month prior to the launch of the television spot, bus shelters, People magazine cover wraps and 30 second radio ads with the snail metaphor creative were placed nationally with a focus in the OIC patient population’s key 14 markets. The digital presence, linking to the online video via the website and YouTube, were launched two days prior to the Super Bowl to generate buzz and social momentum prior to the television debut. The television spot continued to run for two weeks after the debut. The radio and out of home creative ran until mid-February and the digital presence is currently still live.

Partnership from 5 Pain Patient Advocacy Groups: U.S. Pain Foundation, American Chronic Pain Association, For Grace, Creaky Joints, Power of Pain

Over 1 billion impressions total

100,767,254 digital banner impressions and 43,093 engagements to oicisdifferent.com

15,003,864 digital video impressions and 8,561,326 engagements

5,114 digital video views on unbranded website

2,552,635 digital video views on YouTube

6,176 referral visits to brand.com & double digit increase in sales

660 million impressions on unbranded TV

82 million radio impressions

180 million out of home impressions

3.6 million print impressions

Media coverage included: USA Today, ADWEEK, Newsweek, The New York Times, Forbes.com, Pain News Network, Access Hollywood, The Wall Street Journal, Today Show, The Tonight Show, The New Yorker, CNBC, ICE NEWS, Mashable, Huffington Post, and Medical, Marketing, & Media